A vital community resource, the Food Bank needed a brand update to reflect its focus on health, nutrition and fresh food, as well as its expanded capacity and services.
meals provided every year
in freezer and cooler capacity with the new distribution center
of every dollar donated supports hunger relief programs
Feeding Larimer County
The Food Bank for Larimer County provides more than 9 million pounds of food every year to an estimated 37,500 community members. As the number of people experiencing food insecurity grows, the Food Bank is focused on building strong community partnerships and growing to meet the need. In 2018, its growth plan included financing and building a new distribution center — a facility that would allow for expanded services and for distribution to increase 21% by 2020 and 67% by 2035.
With its new facility in the final phases of construction, the Food Bank needed fresh branding to reflect its larger role in the community and its focus on providing fresh, nutritious food. As the Food Bank’s branding partner since 2007, Toolbox was excited to roll up our sleeves and get to work.
Invigorating the brand
The existing logo no longer represented the scope of work the Food Bank did in the community. The organization offered more programs than the three subsidiary icons indicated, and the wheat graphic and muted color palette weren’t in alignment with the Food Bank’s fresh food focus. The brand needed a new look and feel.
When people think of a food bank, they often picture a drab warehouse full of non-perishable, mildly expired food. That’s not the reality for the Food Bank for Larimer County, whose vibrant walls and shelves are stocked with crisp produce and high quality dairy, meat, eggs and other perishables. The Food Bank wanted a brand to match its offerings, conveying an overall sense of health and well-being.
To our community’s health
Toolbox dug in, starting with a Brand Assessment process to understand the myriad ways the Food Bank serves our community. We developed a brand hierarchy and program area names, with the Food Bank as brand “parent” over the three distinct “child” program areas: Nourishing Network, Fresh Food Share and Nutritious Kitchen.
Using co-op logos as style inspiration, Toolbox developed a parent logo that sprouts health, complementary type treatments for subsidiary programs and a lively, bright brand pattern made up of abstract fruits and vegetables. The new brand positions the Food Bank as a place of abundance and wellness, a place of hope and humanity, a place where everyone in the community is welcome.
Turning heads, changing lives
Toolbox delivered a clean, easy-to-understand logo system that builds on the Food Bank’s strong identity in the community, as well as an unmistakable brand image. The new brand was used to create a myriad of collateral, from signage to fundraising materials to assets for the website and social media. The brand pattern has been implemented on everything from business cards to wall murals. And when the newly branded large distribution trucks drive down the street, people stop and stare (and sometimes point).
The fresh brand was launched with the opening of the new distribution center, ushering in the latest era of the Food Bank giving those in our community who are hungry convenient access to free, healthy and nutritious food.